Linked in content and creative design certification exam answers

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Monochrome
Faces
Shapes
Fonts

Mari wants to get insights on what people are saying about her brand. Which tool should she use?

Page Activity
Content Suggestions
Page Insights
Page Analytics

What are two advantages of building a content strategy for your company that balances brand and demand?

Generating an immediate and trackable response
Achieving greater ability to set prices
Driving long-term growth and profit

Creating a LinkedIn Page is the best way to…

Build a professional community and connect with it in an authentic and scalable way
Build an organic strategy as a substitute for paid media
Directly target your organic content to new audiences beyond your followers

Is auditing your existing content one of the first steps you should follow when setting up a full-funnel strategy?

Yes
No

Sigmund knows that audiences today are on a fluid journey through the marketing funnel and that each person is at a different stage with a different need. What content strategy should he follow?

An active, always-on strategy
A conversion focused marketing strategy
A consistent organic marketing strategy

The timing and context of where the user is in their journey when they see the content is as important as the content itself.

True
False

Severine doesn’t have the time and resources to create as much content as she would like. Which two recommendations should she follow?

Limit her strategy to echo others’ posts that she identifies with
Leverage existing content and repurpose it
Customize stock photography to align with brand guidelines

What are two ways you can leverage existing content for marketing efficiencies?

Research and write an article
Deconstruct a research paper into several infographics
Reshare a tweet that has good engagement
Don’t reuse content as it will become stale

Bruno wants to see who is mentioning his brand on LinkedIn. What should he do?

Access the Analytics dashboard of his LinkedIn Page and checks users’ engagement
Type his brand name in the LinkedIn top search box
Check the Activity tab of his LinkedIn Page and filter by mentions

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Select two reasons why LinkedIn recommends it’s important to define your goal when creating your LinkedIn Page.

To inform your community about it
To select it during the set-up process
To build your organic strategy around it

Harisa is thinking about ‘Big Rock’ type of content that she can construct and deconstruct. Which two tactics would be optimal?

Make an in-depth interview with her product manager and split it in a series of short videos with quick tips
Collect some of her most shared thought leadership articles and turn them into a gated e-book
Create a specific set of articles about the latest product features
Gather all the FAQs about her new product release and create a video tutorial based on them

What is the direct result of focusing only or mostly on conversion? Select all that apply.

The conversion rate increases
A large component of the audience journey is missed
The number of Page followers decreases
The opportunity for a longer-term, and far greater, business impact is missed

Isla pitches the idea of a LinkedIn video campaign to her company’s leadership, with the goal of educating customers on a complex product. The leadership team approves the campaign, but they don’t have the budget to support a high production video. What should Isla do?

Scrap the idea since she doesn’t have enough budget to execute her vision
Put the entire budget into one video
Explore DIY-style videos with expert interviews and demos

On the Page Analytics dashboard you can check the member profile of each specific follower as well as the aggregated followers’ demographics.

True
False

To drive engagement on a LinkedIn Page, use video because it is more likely to start a conversation than any other type of content.

False
True

Select three reasons why it’s important to have an active full-funnel presence across LinkedIn’s organic and paid solutions.

To ensure your message is seen more often by more members of the buying committee
To ensure your brand is present at any given moment on the customer journey
To build trust and rapport with your audience
To follow marketing trends, competitors, and LinkedIn advice
To more easily identify audiences at the bottom level of the funnel

How should organic and paid content work together?

They should have different purposes and your audiences should be able to differentiate when they are seeing an organic post or a paid ad
They should complement each other and create an interconnected and seamless experience so that your audiences don’t notice any difference between them

Karin is scheduling her content posts to reach decision makers when they’re most engaged on LinkedIn. When should she post during the week? Select all that apply.

Weekends
Workday
Never
Evenings

What is the metric Katharina will primarily use when she wants to understand which professional audiences are following her page?

Demographic breakdown of her visitors
Trends of Unique visitors over time
Demographic breakdown of her followers
Engagement metrics

Helena is rebranding a picture to add an important message, but the space on the image is limited and it doesn’t fit. What is the best decision she can make?

Reduce the message to be more concise, using a font size of at least 16 pixels
Place copy over other elements in the image
Reduce the font size down to 12 pixels, so the message fits in completely

Diego uses Page Analytics to understand four insights from the following list. Select which ones are correct.

What his followers are posting about
Which of his posts are the most engaging
Who mentioned, shared, or liked his Page
Which content is most relevant to his audience
Similarities and differences between his Page followers and his website visitors

Including faces in your visuals will help your creative stand out.

False
True

Which of the following is NOT a LinkedIn Page role?

Curator
Content admin
Analyst
Product owner

Yousef just created his startup’s LinkedIn Page, but he cannot decide what type of content and how often he should post. What would be a good first step?

Copy what others are doing
Wait until the Page has 500 followers and then ask them what they would like to see
Define his goals

Silke’s marketing goals are centered around reach and building rapport with her audiences. Which type of content should she consider using? Select all that apply.

Video
Static images
Sales inquiry forms

It devalues your brand if you reuse existing or top-performing content to repurpose it as organic content on your LinkedIn Page.

False
True

Jordan wants to create more content that ‘hums.’ Which tactics should he explore?

Annual reports, research papers, industry insights
News, industry POVs, company culture, blog posts
Infographics, whitepapers, videos, playbooks

Aria manages her company’s LinkedIn organic strategy separately from the paid media team because that leads to higher conversions and lower costs per conversion.

True
False

Select three things that could happen when you pair organic and paid content.

You can diversify your efforts on different marketing goals
Your audiences are +61% more likely to convert
You increase your overall reach
Your cost per conversion is reduced by 12%

Louisa is designing her ads for LinkedIn. What are the three main components that she should consider?

Copy
Engagement
Imagery
Format

Javier designed a new Carousel Ad to support his company’s new product launch. Which two actions should he take before he launches the campaign?

Build the campaign so that he can test one variable at a time
Ask a colleague to review the creative
Set up the campaign, changing the image, headline, and copy for each ad

How can you tackle your goal of driving leads through your LinkedIn Page?

By promoting your products
By uncovering and solving your community’s needs
By including a Lead Gen form in the About section

Alberto knows that when building his content strategy on LinkedIn, the competition for his audience’s attention is fierce. Which tips should he follow to ensure his creative gets noticed?

Create longer text posts
Add multiple calls-to-action at the end
Use visual content, such as pictures or videos

Select three tools that you could use in your organic strategy.

Sponsored Messages
Video Ads
Product Pages
Articles for Pages
My Company tab

Ronaldo is creating headline copy for his ad. He has several options to communicate his value proposition. Select the best sentence for his ad.

‘Increase customer retention over your competitors’
‘Easier and faster customer retention’
‘Multiply customer retention’
‘Get a 30% increase in customer retention’

Rodrigo doesn’t have access to many unique photos. What should he consider when building out his creative? Select all that apply.

Customizing stock photography to align more closely with his brand
Limiting the number of times he posts content
Repeatedly posting the same content
Using space on stock photography to add text or keywords

Joe is building his creative strategy. His objective is to capture the viewer’s attention and tell a story. Which two factors should he consider when thinking about the visuals and copy?

It should favor photographs over illustrations
Copy should be over 150 characters
Creatives should be consistent and recognizable
Visuals and copy should have a cohesive feel

Camila wants to increase her conversion rate. The best advice for her would be…

Focus on demand marketing through paid media
Mix brand and demand marketing through organic and paid media
Focus on demand marketing through organic media

Select three tactics that LinkedIn recommends you do to achieve better results in your marketing strategy.

Identify what content you already have that fulfills the needs of your audience
Align internal teams
Make your goals SMART
Hyper-target your audience as much as you can

Which two actions can you perform on your Product Page?

Invite users to write recommendations about your product
Add a ‘Purchase now’ button
Feature your customers

Louisa would like to do an analysis of her followers on her LinkedIn Page. Which tool should she use?

Page Activity
Page Meter
Page Insights
Page Analytics

Include several call-to-action buttons on each post
Include videos and pictures
Include hashtags

Debora is setting up her full-funnel content strategy. Should she spend time analyzing her LinkedIn Page followers’ demographics first?

Yes, it is a way to identify content that is more relevant for her potential customers
No, her followers do not necessarily fit with her ideal customer profile, so this information can be misleading

Farah is creating new Sponsored Content Ads and she plans to use hashtags on the paid ads. Is this a LinkedIn best practice?

Yes, LinkedIn always recommends hashtags on paid ads because they increase engagement on an ad
No, LinkedIn does not typically recommend hashtags on paid ads because it can direct users away from the desired action

Julia was hired to create a company’s LinkedIn content strategy. What are five steps that she should take to get started?

Leverage competitors’ strategies as a starting basis
Analyze the company’s followers
Align internal teams
Set measurable goals
Get clear on the company’s social media goals and mission statement
Audit the company’s existing content

They are two separate strategies
The results of testing your creative design dictate your creative strategy
Creative strategy is an overarching plan which influences your creative design

When talking about an always-on content marketing approach, what does ‘hum’ mean?

Content intended to pique your audience interest
Easy to consume content that requires low investment
Content that requires high investment and is aligned to lead generation

Ivan knows that he needs to collaborate with different teams on messaging for his LinkedIn content strategy to be successful.

True
False

Product demos
Brand stories
One-size-fits-all approach videos
Pre, during, and post events coverage
Sales pitch videos

Fréderic has completed all the information on his company’s LinkedIn Page. What measurable benefit does he see?

It gives him +30% weekly views on his Page
It helps him drive 2x more leads
It increases his employee advocacy by 25%

On your LinkedIn Page, you can target organic posts to specific audiences.

True
False

Aditya is responsible for driving talent acquisition leveraging his company’s new LinkedIn Page. The followers consist of 70% employees and 30% potential new hires. What is the recommended content strategy?

Develop content focused solely on potential new hires and promote Lead Gen Forms
Create content focused solely on employees to organically spread the word
Start with engaging both audiences directly, promoting your employee culture

Duplicate the same message on all different social networks to maximize reach
Share the statistics of your LinkedIn audience on other networks
Use top-performing tweets as Sponsored Content on LinkedIn
Repurpose top-performing email campaigns as LinkedIn Message Ads

Sara was recently hired to manage a company’s LinkedIn Page. Select which tactics she should explore when developing content for the Page.

Explore if there are any whitepapers that can be broken down into bite-sized content
Collect existing content pieces that share the same theme and assemble them to form an infographic
Create and test new content to see which posts drive the most engagement
Build a plan to post one video per day

What is one of the benefits of using Product Pages?

The possibility to gather product recommendations from happy customers
The possibility to sell your product directly from your Product Page
The possibility to showcase stories from your employees

Consider hiring a LinkedIn Content Partner
Ask her employees to share her content
Leverage existing content
Create new content

Ellen is setting up her team’s admin access for their LinkedIn Page so they can create, manage, and boost organic posts. Which two admin options could she select?

Content admin
Global admin
Analyst
Curator
Super admin

LinkedIn recommends you do NOT leverage the same content across your paid and organic strategies.

False
True

What is the reason behind using organic content as a complement of paid media?

It is a tool to gain the trust of potential customers exposed to paid media
It increases reach among new audiences that paid media cannot reach
It is a way to substitute part of the paid media efforts with free advertising

Carl wants to find out how his employees are reacting to his LinkedIn Page’s content. What should he do?

Access the Employee Notification’s dashboard
Access the Activity tab of his LinkedIn Page and filter by employee
Check the statistics within his My Company tab

Select three goals that a LinkedIn Page can help you achieve.

Finding trending posts from competitors
Building community
Driving leads
Generating brand awareness

What are three things that people can find in the Page Posts tab?

Your paid ads
Your organic posts
Your live events
Your products
Your boosted posts

How does LinkedIn define a Showcase Page?

An individual page with fewer features than a LinkedIn Page
A place to highlight regional offices
An extension of your LinkedIn Page

When posting Articles for Pages, what are two best practices that LinkedIn recommends?

Keep the post shorter than 500 words
Add bulleted lists or short sections to make content easier to consume
Create visual interest with rich media
End with a poll

Maria would like to work for a tech company, so she starts following a range of companies in that industry. Where would she go to find the company’s mission, vision, and values?

The Posts tab
The About tab
The Products tab
The People tab

When thinking about copy, which two strategies are recommended to stand out in the feed while providing value to users?

Use clickbait copy in the first 150 characters
Start with a clearly actionable statement
Keep each creative to a single message
Create lengthy thought leadership pieces that go into depth on a particular topic

Yes, Showcase Pages are great to highlight different business lines, brands, and initiatives
No, this approach would likely lead to over-fragmenting

Alicia sees that engagement with her LinkedIn ads is lower than expected. Which two strategies can she use to make the visuals on her ads different and scroll-stopping?

Use monochrome images
Add shapes to her images
Use photos of real people

Which of the following expressions make your copy relatable and can compel a user to click? Select all that apply.

‘How to…’
‘We are experts…’
‘Discover a new opportunity…’
‘We hope you like our solution…’

Seniority
Job Title
Location
Industry
Job Function

Roberto’s goal is to engage new audiences. What is the best strategy to follow?

He checks his Page insights to understand what content gets more engagement with his target audience and uses paid media to acquire new followers with similar interests
He checks what his competitors are doing and establishes a similar, improved strategy to attract new audiences that already follow those competitors
He establishes an organic content strategy on his LinkedIn Page focused on publishing content more frequently

Julia is designing an organic post for her client’s LinkedIn Page. What should she keep in mind?

The content should be text-heavy
The content should echo other brands’ sentiments
The content should rely solely on stock photography to capture the audience’s attention
The content should be designed for the small, mobile, touch screen experience

Fabio’s goal on LinkedIn is to nurture his current clients. What should he do?

Check how many of them follow his brand on LinkedIn. Then, invite the rest of his database to follow his LinkedIn Page and use organic content to engage with them
Use a poll to identify which of his Page followers are current clients. Then, use a strategy of organic content to nurture them with tailored content
Check how many of them follow his brand on LinkedIn and are involved in the buying process. Then, use a combination of organic and paid media to move them through the funnel

Helvetica
Open Sans
Sans Serif
Comic Sans

What strategies for your creative are recommended to make your brand recognizable in the LinkedIn feed?

Place your logo in the most prominent area of the image
Use different creatives with the same color, icon, and style in a consistent way
Use the same picture in different creatives across time, so users remember it and associate it with your brand

Why is it a good idea to use the My Company tab to connect with your employees?

In fact, it is not a good idea because employees can spread messages on your followers’ community that may be misaligned with your strategy
Because employees are a powerful advocacy tool when it comes to sharing your organic posts and expanding your brand reach
Because they can invite their professional network to be part of the My Company tab

Lionel was hired to design visuals for a startup company’s launch on LinkedIn. What are two LinkedIn best practices he should follow?

Create a consistent color, icon, and style across each image to make it easier for the audience to recognize the brand
Explore bold colors, illustrations, and photos of real people
Use the same image in every ad to achieve visual consistency and drive awareness
Test a range of variables at once to see which one performs best

Javier is looking for quick engagement from his professional community on his company’s LinkedIn Page. Which tactic should he use?

A poll
A Lead Gen form
A thought leadership piece

After creating your Product Page, it is published immediately.

True
False

What differentiates Product Pages from Showcase Pages?

The goal of Showcase Pages is to spotlight business initiatives while Product Pages are intended to build brand awareness around a specific product
Showcase Pages are best for educating prospects on company solutions while Product Pages are best for building a trusted community of advocates around a specific product

Alexandra is creating her company’s LinkedIn Page. What should Alexandra do prior to creating a LinkedIn Page?

Start posting immediately
Define her goals to inform her content strategy
Let her Page build a follower base of customers before she makes her first post
Start a two-way conversation based on the hashtag feed

Ivan wants to create several LinkedIn ads to promote a new report. He should mix up the format of the content, including using Single Image Ads, Carousel Ads, and Video.

False
True

Less than 250 characters
Less than 50 characters
Less than 100 characters
Less than 150 characters
Less than 200 characters

Tomas just created his company’s LinkedIn Page. What should he do to start building a community? Select four.

React and comment on hashtag feeds to establish a rapport with his community
Reshare his employees’ best @mentions and LinkedIn content
Recognize employees with a personalized shoutout
Create a set of posts to highlight his product features
Discover content trending with his audience

When thinking about your ‘shout’ content campaign, you may want to use… Select all that apply.

Annual reports
News
Industry Insights

Marcela doesn’t know how to fit her marketing goals with her organic and paid strategies. What should she do?

She should rely on paid ads for brand and demand, and leave the nurturing mid-funnel tactics to organic
She should balance organic and paid content in all stages of the marketing funnel
She should rely on paid ads for demand, and leave organic content for brand awareness and nurturing

Liling needs to drive consideration. Select two types of content she should consider using.

Static images
Job applications
Webinars
Research reports

What can Liesel do with her Page Analytics insights? Select all that apply.

Understand her brand’s professional community
See what people are saying about her brand
Benchmark her competitors

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Which elements does LinkedIn recommend you use to make your imagery stand out AND maintain consistency? Select all that apply.